Although Crispin Port-er & Bogusky lacks a network of offices around the world, the Miami agency's speculative global campaign helped win Cunard's $11 million print account following a review.
Luxury cruise line Cunard favored Crispin Porter & Bogusky (CP&B) over cross-town shop Ryder & Schild; Paradigm Communications in Tampa, Fla.; and Black Ink of New York, sources said. New York's M&C Saatchi dropped out of the review before final pitches. Bates USA, New York, previously held the account.
Peter Bates, executive vice president of sales and marketing for Cunard in Miami, pointed to print work CP&B presented last month. "They chose this creative approach which will work in different languages and in different cultures," said Bates.
Selecting several of Cunard's 300 ports of call, the shop designed ads that showcased ships via the artistic techniques of each locale, said CP&B chairman Chuck Porter. For example, a cruise ship is rendered in mosaic form for the Greek island of Mykonos while a Persian rug is the medium for Istanbul.
CP&B's international experience includes print and broadcast for Time magazine's South American markets and projects for Heineken.
"Today, to be a global agency, what you really need are good ideas and a phone," Porter said. He added that CP&B is currently talking with Carat in France about assisting the agency with Cunard's media buying.
Porter said CP&B plans to target individuals in their early 50s--a far cry from the youth marketing the agency does for Shimano, Giro bike helmets and the State of Florida's anti-tobacco initiative. That's what Porter likes about the Cunard win: "This indicates we know how to [market] to everyone."
Cunard and the anti-tobacco account--the latter boasting a $70 million budget over 18 months--put CP&B's agency billings at $90 million-plus, Porter said.